An open China is becoming a hot spot for global consumption.Nowadays, more and more foreign tourists visiting China include "shopping in China" in their itineraries, and feel China's economic vitality and cultural charm while consuming.

From the core business districts of first-tier cities to specialty shops in ancient towns and alleys, from traditional handicrafts to cutting-edge smart products, the scene of inbound consumption continues to expand and its popularity continues to rise.From January to June 2026, China's cross-border travel revenue was US$33.3 billion (approximately 229.2 billion yuan), a year-on-year increase of 36.8%.The accelerated recovery of the inbound tourism market reflects the increasing attractiveness of China's consumption. "Buy in China" is writing a new chapter in the new era of Sino-foreign economic and trade integration and people-to-people bonds.

For many foreign tourists, coming to China is not only a trip, but also a rich and diverse consumption experience.Choose and buy Chinese products with good quality and good prices in shopping malls, and experience the quality and innovation of "Intelligent Made in China"; look for unique handicrafts in traditional neighborhoods and take away unique cultural memories; experience the Chinese lifestyle in convenient services such as digital payment and smart transportation; experience consumption scenarios such as food, cultural creativity, and intangible cultural heritage products, get to know a more three-dimensional and diverse China... a journey, a shopping trip, a story. More and more foreign tourists are discovering and understanding China through personal experience, and they have also become witnesses and participants in the exchanges and mutual learning between Chinese and foreign civilizations.

Behind these changes, China’s policy efforts to continue optimizing the inbound consumption environment are inseparable.Since the Ministry of Commerce and other six departments launched the "Shopping in China" series of activities in April 2025, a series of facilitation measures have been implemented at an accelerated pace, and tourism shopping inbound to China has shown a growth trend of both customer sales and sales.The departure tax refund policy continues to be improved, the visa exemption policy continues to be optimized, and the convenience of payment services, transportation, consumption scenarios, etc. continues to improve, effectively opening up all aspects of inbound consumption for foreign tourists, and promoting the continuous improvement of the entire process experience of "food, accommodation, travel, shopping and entertainment".Driven by the continued release of policy dividends and the continuous improvement of the consumer ecology, Chinese consumption is accelerating the transformation from product promotion-driven to brand value-driven. National IP such as "Buy in China" and "China Travel" continue to release comprehensive driving effects, becoming an important window to showcase the vitality and open image of the Chinese market.

The popularity of "Buy in China" demonstrates China's vitality and charm in the economic, social and cultural ecology.A safe and stable social environment, a complete and efficient industrial system, and a rich and diverse supply of goods provide foreign consumers with better consumption choices.Many international people who have been to China will sincerely praise it and become recommenders of "Buy in China".

China has a vast territory, rich products, mature manufacturing, and prosperous commerce. "Buy in China" is guided by national IP, integrating resources from multiple fields such as cultural tourism, commerce, and services, unifying the brand image and promotion system, and forming a more influential international consumer brand.A successful national IP can not only promote consumption growth, but also enhance the country's image and cultural communication."Buy in China" combines commodity consumption, tourism experience, and cultural exchanges, allowing the world to perceive China's development vitality through daily consumption scenes, and provides a new path to promote exchanges and mutual learning among civilizations.

Facing the future, "Buy in China" has broad room for development.A high-level opening up means a wider scope, wider areas, and deeper integration into the global economy. It also means allowing more countries and people to share China's development opportunities.We look forward to "Buy in China" continuing to play the leading role of national IP, deepening cooperation in the fields of goods, services, culture and other fields, promoting economic and trade exchanges and people-to-people exchanges, allowing global consumers to more conveniently enter China, shop in China, experience China, and share the new opportunities brought by China's high-level opening up to the outside world.